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Global licensing trends 2019: Great Britain, Germany

from Spielwarenmesse eG

Which licensing trends are a big hit in 2019? All manufacturers and retailers selling licensed products ponder on this question, since selling licenses is a matter of timing. You need the right products in stock at the right time to succeed. The Spielwarenmesse® has joined with the editors-in-chief and publishers of licensing publications to present the trends for 2019.

Licensing in UK: Reinvigorated classic licences drive the UK market

in cooperation with John Baulch, Publisher & Managing Editor, UK

One of the key trends within the licensed toy category in the UK is the way in which classic properties are enjoying a resurgence. Established, long-term brands are being reinvigorated, to ensure they continue to appeal to a fresh generation of children. Three such licences are Harry Potter, Pokemon and Peppa Pig.

Harry Potter remains enchanting as ever

Despite the fact that the first Harry Potter launched in 2001, the franchise is more popular now than it has ever been. A whole new generation of kids are clamouring to immerse themselves in the magical world of the property, which remains as enchanting and spell-binding as ever. Appealing equally to boys and girls, the latest toy ranges utilise cutting-edge technology to transport children into the entrancing wizarding world.

Pokemon heads to a new enthusiastic peak

In “Pokemon: Detective Pikachu”, the mascot will play the leading role. The live-action movie will be released in 2019.

Another brand which made its debut in the early years of this century, Pokemon is set to enjoy its biggest-year since its original heyday in 2019. A new live-action movie – Pokemon: Detective Pikachu – which will be released next summer, is set to introduce the property to a whole new generation and evoke tremendous nostalgia amongst long-term fans of the franchise.

Peppa Pig celebrates its 15th anniversary

Finally, Peppa Pig celebrates her 15th anniversary in 2019, with a year-long calendar of activity, featuring a host of new content and live events. The ongoing success of these iconic properties demonstrates the importance of keeping a brand fresh. Each has maintained its popularity by continually introducing fresh content, helping these enduring licences to continually reach new audiences. And as the original fans of these brands become parents themselves, they are delighted to share them with their own children.

Licensing in Germany: Any media channel can hype popular characters

in cooperation with Fred Göpfardt, publisher and editor-in-chief

There seems to be an infinite and ever-growing supply of all kinds of entertainment brands – which are of importance to the toy sector, of course. Ultimately, however, it is end consumers who decide whether a brand will be the hype of the moment or a stayer on the market.

GALUPY is the lovingly told story of 18 cute horse-collectibles, that live on the magical island Elfia in the mysterious archipelago of Galupia sharing funny adventures every day.

A TV or cinema profile is no longer the key criterion for success nowadays. Characters from books, series offered on streaming services, traditional collectibles and gaming themes can also generate a buzz. Fans are to be found on all channels – in both the analogue and digital worlds. Superheroes of all hues, every variation of horse and mythical creature, and collectibles in general are very popular with kids. This trend is set to continue in 2019 as well.

Prime Original live-action series turns the spotlight on Bibi & Tina

Bibi & Tina, two bright-eyed, inseparable teenage friends with their horses Sabrina and Amadeus, emerged as a Bibi Blocksberg spin-off back in 1991. The TV series is confirmed on the schedule of ZDF, a major public television broadcaster in Germany, through 2036. Now, more than 25 years, four live-action films and over 24 million sold audio plays and videos/DVDs later, the brand has evolved into an extensive franchise with numerous facets and appeals to an ever-expanding and broad fan base. New adventures now await the pair: Prime Video will adapt Bibi & Tina as a Prime Original live-action series for the whole family, with production due to begin in 2019. Detlev Buck will play a crucial part in shaping the new series production, reprising his role as creative mind and director following his four successful Bibi & Tina movies. The ability to engage fans and continually develop a brand without blurring the essence of it is undoubtedly an art in today’s fast-paced world.

Discover licensing themes and toys based on TV series and movie heroes at the Spielwarenmesse® 2019 and visit the LIMA (Licensing Industry Merchandisers’ Association) stand in foyer 12.0. Further information on markets and global licensing trends for 2019 is also available at the LicenseTalks daily 10:30 a.m. – 11:30 a.m. from 30 January to 1 February 2019 in the Toy Business Forum. An overview of the properties that will be exhibited at the Spielwarenmesse® 2019 can be found in the LicenseGuide.

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